Lago GTM brain

category

market profile

• text: AI and infrastructure vendors need to turn metered consumption, prepaid credits and subscriptions into invoices.
• text: Billing is a cross-functional problem: engineering maintains systems while product changes pricing and finance reconciles invoices.
• text: Alternatives include independent usage-based billing specialists and established subscription platforms.

personas

• title: VP Engineering or billing platform lead
  pains:

  • Maintaining metering and invoice logic consumes engineering capacity
  • Supporting real-time usage and custom contracts without fragile internal systems
• title: Head of Product or monetization
  pains:

  • Pricing changes wait on engineering
  • A single pricing model cannot cover self-serve usage and negotiated enterprise contracts
• title: Finance or billing operations leader
  pains:

  • Reconciling consumption and invoice data across tools
  • Manual spreadsheets slow accurate reporting and cash collection

icp

• text: AI, cloud infrastructure, SaaS and fintech businesses with usage or hybrid pricing and recurring invoices.
• text: Scaling companies and enterprises with technical teams, complex pricing and cloud or self-hosting requirements.

message pillars

• text: Connect usage data to customer invoices.
• text: Meter usage as events arrive.
• text: Help product teams update pricing without waiting for engineering.
• text: Give customers operational choice over where billing runs.

objections

• objection: Migrating billing risks incorrect invoices.
  response: Compare existing contracts and usage records against a limited parallel evaluation before migration.
• objection: Our negotiated contracts and usage credits are too complex.
  response: Test plan overrides, credit behavior and invoicing with representative customer agreements.
• objection: We need infrastructure control and security review.
  response: Evaluate managed and self-hosted deployment against your operational and compliance requirements.

competitors

• name: Stripe Billing
  why: Competes on subscriptions, invoicing and usage billing.
• name: Chargebee
  why: Subscription billing alternative for recurring revenue businesses.
• name: Orb
  why: Usage billing and metering competitor for software companies.
• name: m3ter
  why: Overlaps in usage-based pricing, metering and billing operations.

keywords

• usage based billing platform
• open source billing software
• AI token metering billing
• hybrid subscription usage billing
• self hosted billing
• prepaid credits billing
• billing API

voice

• Direct and technically fluent
• Opinionated about billing complexity and transparency

signals

• text: An AI or cloud company is introducing token, GPU or credit-based pricing.
• text: A product team needs to change pricing but is constrained by its internal billing system.
• text: Finance is replacing manual invoice and usage reconciliation.

stack

• API
• webhooks
• SDKs
• CLI
• MCP

pricing

motion

channels

• GitHub
• developer community
• SEO
• customer stories

confidence

Founders

• name: Anh-Tho CHUONG
  title: Founder
  role: Founder
  bio: Anh-Tho leads the business side of Lago. She genuinely thinks "SaaS is beautiful" and therefore spent 10 years in go-to-market and product led growth roles in B2B SaaS startups. After a stint in consulting at McKinsey & Co, she joined Mailjet (acq. by Mailgun) as Head of Strategic projects. She then launched Weebly (YC W07) in France, before becoming the 1st employee at Qonto, one of the European fintech unicorns. During her tenure as VP Growth, she grew ARR from 0 to dozens of millions.
• name: Raffi SARKISSIAN
  title: Founder
  role: Founder
  bio: A 2nd time founder, Raffi is a Growth Product & Data expert, and leads Product at Lago. He led Data Operations at Qonto, one of the fintech unicorns in Europe.